Create an audience persona with three questions

Feb 16 / Liton Ali
Creating audience/reader personas can take months, but this tool (from Henshall Centre's content marketing courses) will help you make them in minutes.

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With this persona, the airline can now segment its audience by goals instead of demographics. Now, their social media team can include Jane in the same group as retired 70-year-old Tom because they both have the same needs when it comes to holidays. They may not have spotted that if they were only using demographics. Ask three simple questions to create a persona The quickest way to make a decent audience persona is to ask three questions – what are her goals? What does she need to achieve these? What’s stopping her from meeting those needs?

What are Jane’s goals? 

These have to be relevant to what you can offer. Jane may want to become an engineer, but if you can’t help her do this, think of something more relevant. What drives her? What ill make her happy? What makes her feel good about herself?

What does Jane need to get there?

Businesses exist to meet needs and solve problems, but marketers often their solutions over the audience’s needs. What does Jane need to achieve her goals? What could make her get there faster? How can she improve/plan to accomplish these aims?

Which obstacles are stopping her? 

What’s stopping Jane from meeting the needs that will get her where she wants to go? Don’t stop at obvious things like time and money. You need to get into the psychological and physical factors that need to moving. Now that you’ve got a character’s goals, needs and obstacles laid out, you can plan your content around them. Discovering and documenting the needs and obstacles is like planting a content-allotment. Every time you need to write or create something, you can pick one and build an idea around it.
Have a go
Pick an obstacle, give your reader advice on how to overcome it. 

Pick a need, help a reader understand their options better. 

Pick a goal, inspire them through stories of people who have achieved it. 

The most important rule 

It’s straightforward – as long as you understand your customer. If you weren’t able to answer the questions; speak to some of these people. If you could fill all the boxes without a second thought – talk to your audience! You’re probably making too many assumptions, which could render your persona useless. 

You can download the template here in PDF or Word format.
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